INDUSTRIAL TRAINING REPORT

ON

VADILAL ICE-CREAM
Undergone at VADILAL ICE-CREAM AGENCY
{With special reference to Brand, Brand
Positioning Along with consumer survey}

Prepared by
Mayur J Ramani

Roll no. : 23 Seat No.:

Guided by
Prof. Kuldeep Jobanputra

Academic Year
2007-08

Class
T.Y.B.B.A.

College
Grace College

Submitted to
Saurashtra University

1
 DECLARATION
I, the undersigned, Mr. Mayur J Ramani the student of T.Y.B.B.A.,
here by declare that this project is my own work and has been carried out
under the effective supervision and guidance of lecturer, Mr. Kuldeep
Jobanputra of R. P. Bhalodia College of computer and commerce
(B.B.A.).

This work has not been previously submitted to any other

institution or any other university for any other purpose.

Place: Rajkot Mayur J Ramani

Date:

2
 PREFACE
Experience enables you to recognize a mistake when you make it
again.

This proverb is closely related with B.B.A., in T.Y.B.B.A. we are

having a subject regarding industrial training report. It is a practical
subject.

The main aim of this subject is that through this subject student
should learn about basic ideas and practical knowledge of business,
which is very important in B.B.A., we are assigned to prepare a report on
one of the topic of marketing.

In this report, I would like to throw some light on brand and brand
position about VADILAL ICE CREAM Ahmedabad. To gain on the
practical side and to know the real picture I have also conducted a survey
in Rajkot city and I collect the information in the best of my ability.

Place: Rajkot Mayur J Ramani

Date:

3
 ACKNOWLEDGEMENT

I am heartly thankful to all the persons who spared their valuable

time and helped me a lot in preparation of this project report. There are
many people behind making of this report. Without their help and
guidance, this report would never have been made possible.

First of all, I would like to express my sincere thanks to Trusty of

R. P. Bhalodia College, and our institution for giving me this golden
opportunity. I am greatly thankful to our B.B.A. in charge Mr. Kuldeep
Jobanputra for giving me proper guidance and co-operation for making
this report more meaningful.

I am very much thankful to sharad bhai Mehta who spared his

valuable time for helping me and making my work easier by providing all
the necessary and valuable information about the company. And last but
not in the least I am thankful to all the persons who directly or indirectly
helped me to make this report.

4
 INDEX

Sr. Particular Page

No. No
.
1 Ice-Cream Industry In India 6

2 General information. 8

3 Product of vadilal 18

4 Vadilal one step Ahead Service 26

5 Changing Role of Marketing 29

6 Branding 32

7 Brand positioning 39

8 Research Methodology 46

9 Analysis & Interpretation of Data 56

10 Suggestions By customers 70

11 Limitation of study 71

12 SWOT Analysis 72

13 Suggestions 73

14 Bibliography 74

5
ICE CREAN INDUSTRY IN INDIA

The word ice-cream it self is

enough to ensure a sweet feeling of cool
creams and makes mouth full of thunder.
The history of ice-cream industry is old
enough. The first ice-cream industry is old
enough. Jacob Fusel in U.S.A. earlier it
was considered as luxurious item and
consumed mainly by kings and landlords
established the first ice-cream factory in
year 1851. in earlier years the ice-cream
was sold in loose condition. At that time
not such packs were available but in 1904
ice-cream cones were introduced. The
market then slowly increased. As a result
the seller had to find out various means for

6
 better transportation. So various types of
packets were used for transporting ice-
cream from one place to another. At that
time no such refrigerated vans were
available and so ice-cream was transported
in thermocol boxes.

In India due to tremendous potential for expansion in urban as well

rural areas and owing to the evolution of Fun food culture ice-cream
industry is all set to there in Indian environment. Ice cream is very
perishable project and it requires quick action both on the side of dealer
as well as company. Also due to instant demand the demand cannot be
shifted to future period. The rule Survival of the fittest will work for
this.

The company, which owns wide and extensive distribution

network, is winner. In Indian the organized sector accounts only 15% -
20% of the market share. Small ice-cream makers fulfil rest of the
demand.

There is a major difference about ice-cream product in our

country and other developed countries. Here children mostly consume
ice-cream as supplementary eatables while they are for outing. Our
people do not accept it is full-fledged food. American and western people
see ice-cream as substitute for food. So per capita consumption of ice-
cream there is more than that of ours.

With increase in infrastructure facilities the future of Rs.500 crores

industries has looked better. Earlier ice-cream only attached urban
market. But now seeing vast opportunities in rural market, the companies
are now also covering rural market. Again with the entry of MNCs.
Competition is at the peak and so now one has to be better in all four Ps
of marketing Product, Price, Promotion and Place.

With rise in per capita income the items of conspicuous are likely
to increase. This can only mean an expansion of market. Also compared
to the global ice-cream worth 30 million, consumption levels in India are
rather low. Indeed a Pakistan enjoy three times the quality of ice-cream
an Indian eats, a British enjoy 50 times and an American 200 times.

Since ice-cream consumption is based on impulse. Visibility and

accessibility crucially affect sales. Hence it is essential for the market
players to be always innovative and to find out new ways to attract the

7
consumers. For this now a day all the companies are regularly introducing
new flavours. At present running flavours are Vanilla, Chocobar,
Rajbhog, Butterscotch, Feast, Kaju Darks, Raja Rani etc.

8
 GENERAL
INFORMATION

GENERAL INFORMATION

INDEX

Sr. No. Particular Pg. No.

1 History & Development 10
2 Bio-data of the unit 12
3 Management Group 13
4 Group at a Glance 14
5 Logo of the company 16
6 Contribution to society 17

9
 HISTORY & DEVELOPMENT OF VADILAL

Vadilal, the name conjures up images of ice cream laden bowls and
a plethora of new flavours. Starting from one man show with a hand
cranked machine in 1926 as a small retail outlet, the ice cream division
now has a production capacity of 1 lac ltrs/day at 3 sophisticated plants,
located at Ahmedabad, Pundhra and Barrenly. These ISO 9002 certified
plants for Pundhra and Barely are established in such a way that they are
in consonance with the market expansion strategies of the division.

Vadilal has one of the largest cold chain networks in India,

comprising of 12 C&F agents, 250 distributors and 15,000 retailers. The
network is kept alive by a large fleet of refrigerated vehicles.
Refrigeration equipments and retail freezers are sourced from world
leaders in the technology so as to deliver quality products to the
consumers, which is a commitment at Vadilal.
10
 Vadilal has 25% of the Indian ice cream market as its share. But
that's no surprise considering that the group has the largest range of ice
creams in the country in a variety of flavours, packs and forms. The
group has a product matrix of over 200 SKUs comprising of cones, cups,
candies, family and party bricks and bulk packs. Vadilal introduced the
concept of "flavours of the month" under which the company develops
and markets one new flavour every month for its customers delight.

Today it is a diversified Business Group with major interests in Ice-

creams, Food Processing, Real Estate Development and Specialty Gases.

Head Quartered in Gujarat, the most industrialized State in India,

the Group had a turnover (1998-99) exceeding Rs.1500 million. Major
companies of the Group are listed in several Stock Exchanges of. India.
The Group has a large investor base and its brand name "Vadilal"
commands an excellent equity.

VADILAL ICE-CREAM INDUSTRY is ISO-9002 division.

Vadilal is having one fourth of the Indian Ice-cream market as its share.
With its successful track record spanning seven decades, Vadilal is
synonymous with Ice-cream in several parts of the country.

PROCESSED FOODS DIVISION ISO-9002: The Processed Foods

Division processes and markets a wide variety and range of fruits,
vegetables and ready-to-serve Indian Foods. The Division also exports
several of these products to the European Union, the Middle East, Asia
Pacific Region and the US.

11
 BIO-DATA OF THE UNIT

Name of the unit : Vadilal enterprise limited

Company registration : 04-7995

Address of head office : VADILAL HOUSE

Shrimali Society,
Navrangpura
Ahmedabad-380009

Address of registered office : Aditya Building

5th floor,
Opp. Sardar Patel
Swashrya hall,
Opp. C.G. Road
Ahmedabad-360006

12
Address of the R.O.C. Gujarat:
The registrar of companies Gujarat,
R.O.C. Bhavan Opp. Rupal Park,
Behind Ankur Bus Stand, Naranpura,
Ahmedabad 380013

Phone : 079-6564019 to 24

Fax : 079-6564027

E-mail : vadilal@ad1.vsnl.net.in

Website : www.vadilalgroup.com

Form of Organisation : Public limited company

Stock exchange where the shares are listed:

Ahmedabad stock exchange

Bombay stock exchange

MANAGEMENT GROUP

Chair man : Kashibhai B. Patel

Directors : Virendra R. Gandhi

Rajesh R. Gandhi
Devanshu L. Gandhi
Laxmiprasad C. Amin
Ramanlal V. Mehta
Shantilal M. Modi
Jayantilal M. Shah

Company secretary : Nikhil Patel

Auditors : m/s Kantilal Patel & com.

Chartered Accountants
13
 Ahmedabad.

Banker : Bank of India

GROUP AT A GLANCE

FOUNDER:

In 1926, vadilal put the breaks on his successful curer as a ground

engineer with BOAC, and turned a businessman.

This came as a surprise to most of his colleagues and friends. But

the bigger surprise was the product he chose to manufacture ice-cream.

But young man not painting on ice. As a vocation, he had already

mastered the art of ice-cream making from his uncle. He was already a
taste innovator, experimenting with jellies and unusual ice-cream
ingredients.

His high quality ice-cream immediately made an impression in the

market. Soon, through continual taste innovations and steady facility

14
expansion, he blazed new trails, and emerged as a prominent market
presence in western India.

Mission:

Good, truthful, clean enterprising ethos

The founder of the vadilal began his enterprise half a century ago
with a simple guideline Achai, Sachai, Safai (Goodness, Truthfulness,
and Cleanliness)

The succeeding generations at the help of the company translated

this axiom helm of the company translated this axiom into a way of life
and business. Only the finest ingredients go into the making of vadilal
ice-creams. The whole manufacturing process conforms to global
standards of hygiene and the companys trade practices are kept totally
transparent.

Based on new generation technology and in house of the company

keeps formulating new tastes at frequent intervals, and surprising its
consumers. It has also diversified into other food items, through a high
profile restaurant chain.

VISION:

Quality must always precede quantity

To be leader in foods and ice-cream business leadership not as

defined by the general norms of the market place, but as defined by the
company itself. This means many things.

Such as establishing & maintaining leadership in quality, not

necessarily quantity.

Continuining to earn the respect of consumers and business

associates, through excellent products, fair trade practices and overall
transparency:

15
LOGO OF THE COMPANY

16
CONTRIBUTION TO THE SOCIETY

17
 They donate Rs.1.5 on new ice-cream, the Dhanteras special offer
and have collection boxes at outlets to help the blind school or every new
flavour party pack donate to the blind school.

This year unwinds continues with the theme Live and let Live &
Gap requests by the Vadilal to,

Put up hoarding at your mithakali crossing I other with the

message.

Put up banners with the message at all your Vadilal outlets

Ahmedabad, Rajkot, Nadiad, Baroda etc.

Sponsor 1200 posters on the theme (Appro. Rs. 6500) with the logo
of Vadilal.

18
PRODUCT OF THE VADILAL

PRODUCT OF THE VADILAL

19
 Vadilal Industries is provide the below mentioned products to their
customers with a good qualities.

1) Cup

2) Small Cup

3) Cone

4) Family Pack

5) Candies

6) Party Packs

7) Kulfies

8) Novelties

CUP

Vanilla

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 Ripe Strawberry
2 in 1
Chocolate Chips
Tuti Fruity
Real Mango
Rainbow
Fruit Bonanza
Kaju Drakish
Butter Scotch
Kewra
Jafrani Badam Pista
Fun 2000-Car.Cho
Rajbhog (Ice Mithai)
Dairy Fresh
Alphoniiso Mango
Wild Strawberry
Figs-n-Honey
FRESH FRUIT DELIGHT
Mango
Pineapples
Litchee
Sitafal
Frozen Dessert
Kool Gulab
Snowy
Kaju Lite
Scotch Lite
Yummy Mango Munch
Yummy Kesar Pista

SMALL CUPS

Vanilla
Ripe Strawberry
Frozen Dessert
Kool Gulab
Snowy

CONE

Pineapple Delight
Chocolate Drip

21
 Yummy Butter Scotch
Chashmeshahi
Prime Kesar Pista
Almond Kulfi Cone

FAMILY PACK

PLAIN FAVOURTIES:

Vanilla
Ripe Strawberry
2-in-1

CHOCOLATE ECSTASIES:

Chocolate Chips
DAIRY FRESH
Alphonso Mango

FRUIT FANTASIES:

Real Mango
Fresh Strawberry

NUTTY DELIGHTS:

Kaju Draksh
Butter Scotch
Real Kesar Pista
Jafrani Badam Pista

FROZEN DSSERTS:

Snowy
Yummy Kesar Pista
22
 Yummy Mango Munch

CANDIES

DANDY CANDIES:

Pencil
Mango Juicy
Juicee Orange
Kaju Candy
Litchee Dolly
Orange Dolly
Raspberry Dolly
Mango Dolly
One-up Chocobar
Nutty Chocobar
Chocolate Chocobar
Soft Spot (Chocolate)
Fantastic

FROZEN DESSERT:

Bargain
Best Chocobar
Mango Tango Dolly
Fun Bhari Raspberry

PARTY PACK

PLAIN FAVOURTIES:

Vanilla
Ripe Strawberry
2-in-1
Sweet Heart

DAIRY FRESH:

Alphonso Mango
Wild Strawberry
23
 Figs-n-Honey

FRUIT FANTASIES:

Tuti Fruity
Real Mango
Fresh Strawberry
Fruit Bonanza
Pina Chink

UTTY DELIGHTS:

Kaju Draksh
Butter Scotch
Chashmeshahi
Cashew Break
Kewra
Real Kesar Pista
Jafrani Badam Pista
Rajbhog

FROZEN DESSERTS:

Snowy
Cherry Merry
Kaju Lite
Scotch Lite
Yummy Kesar Pista
Yummy Mango Munch

KULFIES

KULFI CORNER:

Kesar Pista Kulfi

Chowpati Kulfi
Kewra Kulfi
Pista Kesar Roll Cut
Kewra Roll Cut

24
 NOVELTIES

VADILAL SPECIALS:

Heart Throb
Mini Sandwich
Sajan Sajani (Roll Cut)
Quick Sundae
Easy Sundae
August - 15
Cassatta Slice
Cassatta (Cut)
Sajan Sajani (Roll)
Vanilla Magic
Strawberry Magic
Mango Magic

NEW LAUNCHES
Recently the group has launched Fresh Fruit Ice-cream with ripples
under the Fantasy range viz. Fresh Orange Fantasy, Fresh Mango Fantasy,
Fresh Strawberry Fantasy and Fresh Black Currant Fantasy.

Three new Koolfi's have hit the market. Namely Mango Koolfi,
Mava Koolfi and Pista Koolfi, these koolfis priced at Rs.10/- is a big hit
in the market place.

Two new Sundaes ---- Chocolate Sundae & Strawberry Sundae at

Rs. 10/- each have been introduced.

New Promotional Schemes:

25
 Chocolate Sauce with Vanilla: The consumer scheme of 50g
Chocolate Sauce Free on Purchase of one litre party pack of Super Vanilla
became a trend setter scheme in the market. The response to this offer
was enormous.

1+1 Party Pack Scheme Chocolate Sauce with Vanilla: The

consumer scheme of 50g Chocolate Sauce Free on Purchase of one liter
party pack of Super Vanilla became a trend setter scheme in the market.
The response to this offer was enormous.

Yet another Bumper offer was the scheme of One Litre Vanilla
Party Pack Free on purchase One Litre Kaju Draksh Pack.

26
 VADILAL ONE STEP
HEAD SERVICE

VADILAL 1 STEP AHEAD SERVICE

27
 VADILAL also provide services like restaurants, parlours & other
for their customers.

RESTAURENTS

Delicious experiences for the whole family

Vadilal restaurants are designed to offer wholesome gastronomic

environment to the whole family. The dcor reflects the eclectic culinary
spread on offer Indian, Chinese, continental. The whole ambience is
vibrant, inviting and above all friendly and comfortable for the consumer.

The restaurants keep consumer interest alive by offering special

promotional schemes from time to time. Such as the valued patron
scheme we do not have any such scheme at the moment.

LOCATION & FACILITY:

All vadilal restaurants in Ahmedabad and Baroda are centrally

located, providing each access to all, and offering ample parking space.
The dining areas are spacious, comfortable and interestingly deco red. In
fact, if you are in a good mood, 5 vadilal restaurants is a great place to
celebrate it and if you are in a sad mood is the place to cheer up your
spirits.

SPECIALITY:

Reflecting the predominant social preferences of the area, the

vadilal restaurant at DUDHESHWAR serves 100% vegetarian Punjabi,
Chinese and continental cuisines. The restaurant on Relief Road also
serves 10% vegetarian food, but the accent here is on South Indian
cuisine. In fact local lore says that it serves the best Chana puri &Ice-
cream combination in the world. On the other hand, vadilal restaurant, at
Baroda that all serves vegetarian.

HOME DELIVERY:

28
 This is a special service offered by a few select vadial restaurants.
Such as vadilal at AHMEDABAD &BARODA. Hot, freshly prepared
and scientifically packaged food is delivered to the consumers doorstep
on customized delivery vehicles, by courteous delivery personnel in
keeping with vadilals high in house standards of food freshness, this
service is restricted to within 6 km of the restaurants vicinity.

Parlours:

Taste encounters for the whole family

To offer consumers delicious combination of snack food and ice-

cream quick served in a clean environment. They can opt for only snacks,
if they wish. But the fact is, very few manage to resist the thought of
capping the food with a delicious vadilal ice-cream.
Facilities:

The most endearing speciality of vadilal parlours in the friendly,

prompt service, which is today an indispensable part of the corporate
culture of vadilal. Also the highest standards of hygiene they adhere to in
preparation, serving and packing not to mention the delectable taste.

Today, vadilal parlours are the citys most preferred places for a
quick business lunch, a friendly evening get together, or a family eat out
trip.

CUSTOMER SERVICE:

Customer satisfaction the most reliable market index.

29
 CHANGING ROLE OF
MARKETING

CHANGING ROLE OF MARKETING

30
 Role of marketing in past:

The traditional concept of marketing is a narrow one and it

has given importance to only buying and selling activities within
the purview of marketing.

Marketing refers to the process of buying and selling activities.

Here marketing efforts are concentrated on effective selling and

promotion activities. Manufactures produce those products, which it can
make. He does not focus on consumer needs and wants.

Role of marketing in present:

The modern marketing concept is much wider and extensive. This

concept is consumer oriented as it given more emphasis to consumer
satisfaction, consumer research, consumer welfare & fulfilment of
social responsibility, although profits are the motive of business. The
new concept aims profit thorough consumer satisfaction.

Marketing is a consumer oriented activity, in other words, good&

services are produced the manufactures keeping in view of consumers
needs & wants.

MARKETING DEPARTMENT

Marketing deals with identifying and meeting human and social

needs one of the shortest definitions of marketing is marketing needs
profitable- marketing people are involved in marketing 10 types of

ENTITIES:

Goods, services, experiences, events, persons, places, properties,

organizations, information, ideas.

Marketing department is more than company department: it is an

orderly and insightful process for thinking about and planning for
markets.

Vadilal is in to the marketing of ice-creams and also has a chain of

fast food. Parlours and restaurants for ice-cream the operation in Gujarat

31
with distributors, retailers network, we have 30 distributors in the state
of Gujarat and 3000 retailers outlets for sale of ice-cream.

ADVERTISING:

VADILAL believes in giving its customers value for money. Most

of the adv are in television, newspapers, other media of advertising like
hoarding pop material to wall painting, sign bounds, promotion through
radio mirchi and special event management is also done from time to
time.

SALES PROMOTION:

There are various customer oriented scheme for e.g. Dhanteras

schemes, a party pack of ice-cream along with a set of containers was
given for Rs. 299 instead of Rs. 450.

PUBLIC RELATION:

There is HRD division in company, which handles the public

relation functions.

DIRECT MARKETING:

There are certain mailers send to the customers and also there is a
party order divisions, which handles marriage functions and parties.

32
BRANDING

BRANDING

33
 INDEX

Sr. No. Particular Pg.

no.
1 Introduction 34
2 What is Brand 35
3 Why to Brand 36
4 Importance Of Brand 37
5 Vadilal as a Brand 38

INTRODUCTION

34
 In the past, most products were unbranded. All
products being produced by different units did not carry name
identification). Consumers were expected to pick up a product from any
unit to be happy about it.

Soon, experience taught the consumer that the some

product purchased at different point of time, different in their quality.
Sometimes these differences were so sharp, that consumer decided to go
without a product rather than bear with a sub standard product. This
suppressed demand and the economists were faced to recommend the
system were faced to recommend the system of PRODUCTION
MARKS each product, from a different production unit with a different
mark, so that consumers could, identify & distinguish one from the other.
What were PRODUCTION MARKS in true sense? They were
BRAND NAMES.

Today branding is such a strong force that hardly

anything goes unbranded. In foreign countries even fruits are stamped
with growers names.

WHAT IS BRAND?

35
 According to the American mktg. Association a
brand is a name term, sign, symbol or design, or a combination of them,
intended to identify the goods or services of one seller or group of seller
and to differentiate them from those of competitors.

Branding is a major issue in product strategy, perhaps

the most distinctive skill of professional marketers is their ability to
create maintains, protect and enhance brands. Marketers are their ability
to create maintain, protect and enhance brands. Marketers say that:

Branding is the art and corner stone of marketing.

A brand can convey up to 6 levels of meaning.

Attributes
A brand first brings to mind certain attributes, like
expensive, well built, durable, reasonable price, prestige etc.

Benefits
A brand is more than a set of attributes. Customers are
not bussing attribute but benefits. Attributes need to be translated in to
functional or emotional benefits.

Values
The brand also says something about the producers
values.

Personality
The brand also projects certain personality. Sometimes
the brand is a person animal or an object.

Culture
The brand may represent a certain culture.

Users
The brand suggests the kind of consumer who buys or
uses the product.

WHY TO BRAND?

36
 Branding has always been challenging. It involves
along term investment. As it gives return in future and demands
consistency in the product. It involves the costs of packaging, labelling
and advertising and risk about the ability of service or product to satisfy
the users. But at the same time it gives the various advantages.

The brand name makes it easier for the seller to process orders and
tack down problems.
The seller brand name and trademark provide legal protection of
unique product features, which competitors would otherwise be
likely to copy.
Branding gives the seller the opportunity to attract loyal and
profitable set of consumers.
It gives protection from competitions.
Branding helps the seller segment mkt.
Strong brands help to build the corporate image, making it easier to
lunch new brands and gain acceptance by distributors and
consumers.
A highly popular branded product imparts a social status of the
users. For instance, the sony television has become a symbol at
high social rank and hence it user can be provide at having TV set.

Vadilal is a well-known brand since 1926. This ice-

cream is softy and delicious. Vadilals name is also popular that by the
name we can by it.

IMPORTANCE OF BRAND

37
 It is very essential or important brand product or
service because branding has always been challenging. It involves a long
term investments as it gives return in for future and demands consistency
in your product or service. It involves the costs of packaging, labelling,
advertising and risk about the ability of service or product to satisfy the
users. But at the same time it gives the various advantages, which makes
brand important.

The brand name makes it easier for the seller for process orders
and track down problems.
The sellers brand name and trade mark provide legal protection of
of unique product features, which competitors world otherwise be
likely to copy.
Branding gives the seller to opportunity to attract loyal and
profitable set of consumers. It gives protection from competition.
Branding helps the seller segment mkts.
Strong brands help to build the corporate image, making it easier to
lunch new brands and gain acceptance by distributors and
customers.

Vadilal is a good brand because of quality, tastes,

flavours and it has positioned its brand also strongly that people are
tempted to by vadilal ice-cream.

VADILAL AS A BRAND
Attributes

38
 Vadilal suggest, great taste, best quality, different
flavour, creativity, reasonable price and walk with the trend.

Benefits
Here the co. translates the attributes in the functional
benefits. Like for e.g. the vadilal people uses pure milk and real milk
fat instead of using vegetable fat in the ice-cream. They use pure milk
(Real, milk real ice-cream) which is hygienic and benefits to the
people and also with a reasonable price and great taste.

Value
The vadial brand has created a great value in the
minds of customers and the general public, not only in Gujarat but all
over in India, wherever the product of vadilal is distributed.

Culture
Vadilals products are all dairy rich and the company
name depends on our quality culture.

Users
All class of people generally consumes Vadilal
because its had a different quality with a reasonable price and great
taste.

39
BRAND POSITIONING

BRAND POSITIONING

40
 INDEX
Sr. No. Particular Pg.
No.
1 Introduction 41
2 Positioning strategies 42
3 Why brand positioning 44
4 Vadilal as a brand positioning 45

INTRODUCTION

41
 After branding the over very important decision, which a
marketer has to take, is regard to a product in the way you will like your
brand to be perceived by your consumers.

In other words product positioning refers to the position

occupies in the prospects relative to competing productions. If focuses on
buyer perception and preference about the product occupied in a specified
market. The objective of the positioning strategy is to give the brand
favourable perceived by the people in the target market.

Positioning refers to how you want your brand through

about in connection with competitors in its product category. Positioning
needs to be specific to your brand aimed at a specific target audience.

You can copy the feature of competitors, but you can not
dislodge him from the consumers mind without differentiating
positioning strategy.

POSITIONING STRATEGIES

42
 Positioning puts in the hands of the brand manager an
entire array of differentiating strategies. He must judge which of these
strategies can help him locate niche in the market where his brand may be
perceived by his target segment as unique and where it will hold a
competitive advantages.

A company can position its product in one of the following

ways:

Positioning away from competition:

Positioning by competitor is an offensive strategy to deal

with the question why me? A special kind of clinching arrangement
as to why our brand should be preferred is through direct comparisons
with the competitors, we wish to dislodge.

Positioning away from competition:

Generally in dairy product there is also unorganized market

i.e. local market; targeting those who in search of cheaper product.
Further there is a tough competition in dairy products.
Most probably competitors are organized marketers, whose target all
those people who demands for the something new.
Therefore, to be away from the tough competition Vadilal
trapped the UN trapped market, which is real milk real ice-cream
i.e. it uses pure milk and real milk fet instead of using vegetable fet.
They are not using separate milk and vegetable fet which is harmful
for the health.

Positioning with respect of other product classes:

This is usually used when substitution of product is

possible. Vadilal ice-cream is positioned with Real milk real ice-
cream rather than with frozen dessert.

Positioning with respect to attributes:

Vadilal suggests great taste, best quality, different flavours,

creativity, reasonable price and walk with the trend.

43
 Positioning with respect to benefits:

Vadilals functional benefit is that they use Pure Milk and

Real Milk fet instead of using vegetable fet. They do not use separate
milk in the ice-cream. They use only pure milk, which is hygienic to
the people. Further they also provide rich and delicious ice-creams
with original taste and reasonable price.

Positioning with respect quality price:

Here the product is positioned as offering the best value.

Vadilal offers different flavours in its original taste with reasonable
price.

WHY BRAND POSITIONING?

44
 For a product to exist in must find a place in individual
consumers perception of the world of products around him or her and this
perception is subjective, governed by the individual consumers values,
benefits, needs, experience and environment.

If we carry the analogy of the consumers mental map

further, we can say that the sites or positions on that may are not for out
right sale. A brand can hope of best to occupy such a position as test, for
period that will very according to the quality and quantity of marketing
efforts behind that brand.

Brand positioning is both a foundation head decision and

an integrating concept. It provides the direction and thrust to marketing
and advertisement planning and integrates i.e. binds into a cohesive
whole all the elements of marketing mix. It provides the task to marketing
planner and advertisement strategies to design and engineer each
elements of the brand, thus positioning is meant to drive the entire
marketing programme. It gives the brand manager strategies to
differentiate their brand in a manner that is both persuasive and
sustainable.

VADILAL AS A VALUE PERCEIVED BRAND

POSITIONING

45
 The positioning of Vadilal is attributing positioning. This
occurs when a company positioning itself on an attribute; such as
different flavours, completive price etc. vadilal creates its different
flavour by the slogan achi, sachi and safai.

The position of Vadilal products can also be said as user

positioning, because the product is positioning in such a way that
consumer perceive the Vadilal ice-creams as ice-cream for the all class of
people. Vadilal creates different flavours at a reasonable rate.

Vadilal provides consumer satisfaction through continuous

improvement in ice-cream and also provides services like Restaurants,
parlours etc.

Vadilal also shall achieve customer satisfaction by

establishing and sustaining an effective quality management system.

Quality objectives:
Ensures consistency in quality of products and services.

Improve upon individual and team performances by means

of continuous training.

46
 RESEARCH
METHODOLOGY

RESEARCH METHODOLOGY

47
 INDEX
Sr. No. particular Pg.
No.
1 Introduction 48
2 Marketing research process 49
3 Objective of study 51
4 Sampling size and method 52
5 Data collection method 53

48
 INTRODUCTION

Market research involves studies related to buyer behaviour,

product or brand preference, product on brand usage advertising,
awareness, sales promotion, physical competition and so on.

The simple meaning of research is that is process of gathering

recording and analysis of critical and relevant facts about any problem in
any branch of human activity. It indicates critical and searching study and
scientific investing of problem a proposed course of action hypothesis or
a theory while marketing research is the systematic gathering, recording
and analysis of data about problem connected with all those factors which
have direct impact upon the marketing of the products and services.

Marketing research is a process of accumulating classifying and

analyzing data to solve the problem of manufacture like what to produce?
How to product? And to whom to produce?

49
 MARKETING RESEARCH PROCESS
Marketing manager research formally studies of specific problem
and opportunity. They make market survey, a product preference text, a
sales forecast by region or religion on advertisement effectiveness.

Marketing research is the systematic design collection analyzing

and reporting of data and find marketing situation facing the company.

Effective marketing research involves the following steps.

1) Define the Problem and Research Objective

2) Develop the Research plan
3) Collection Information
4) Analyze the Information
5) Present the findings

Step 1: define the problem and research objective

They very first step in to process of marketing research is to define the

problem carefully and agree on the research objectives.

The various problem and objective of vadilal survey are:

1) Factors considers while you buying the ice cream.
2) Which flavour do you prefer?
3) How it taste?
4) Which flavour you want but not available in market by the
company?
Thus the problem was to study market product, preference, taste,
market share, analysis, brand preference modification or improvement
etc.

Step 2: Develop the Research plan

50
The second stage of marketing research class for the developing the
most efficient plan for gathering the needed information.

Designing the research plans calls for decisions on the data sources,
research approaches, research instruments, sampling plan and contact
method.

Step 3: Collection information

The data collection phase of marketing research is generally the most

prone to error. In the case of surveys four major problems arise. Some
respondents will not be at him and must be recontacted or replace.
Other respondents will refuse to cooperate. Still others will give
biased or dishonest answers. Finally some interviews will be biased
and dishonest.

Step 4: Analyze the information

The next to last step in the marketing research process is to extract

findings from the collected data. Here the tabulation of data is done
and frequency distribution I developed.

Step 5: Present the findings

This is the last step to marketing research findings of the survey

conducted, in this the facts, which are found from one survey, is
presented and then conclusion are made regarding the problem.

51
 OBJECTIVE OF STUDY
Every survey is done to achieve some objective or goal of the
enterprise. This survey is done to find out the solution of the
following:

To know which brand of ice cream does you prefer the most.

To know brand awareness of Vadilal.

To know the factors effecting while buying the ice cream.

To know the complaints regarding the ice cream.

To know the suggestion for improvement.

To know the ice cream brands need more publicity or

advertising to run in a market.

To know any special flavour you want but not available in

market.

52
 SAMPLING SIZE & SAMPLING METHOD
Population means each and every element of census. But it is
not possible to study each and every element. So sampling is done
when large no of population is there. Sampling means a part of
population, which is selected for survey purpose, and sample size
means no of units taken for survey purchase. In this survey I
selected to consumers of vadilal.

Sampling must be done systematically and for this proper

method for sampling must be used. For this survey is stratified
sampling method. From the total population of buyer of vadilal a
sample of 50 persons have been chosen according to convenience.

53
 DATA COLLECTION METHOD

Data can be divided into two types:

1) Primary data
2) Secondary data

For collection of primary data, I have adopted the questionnaire

method. I have prepared questionnaires, which have been filled
up by the consumers.

Questionnaire is simply a formalized set of questions for

collecting information. It is a technique of obtaining answers of
the questions in which a printed from is used which is filled up
by respondents, it shows the likes and dislikes of consumers in
respect of the perception build in their mind and it is helpful to
reach at right conclusion.

54
 CONSUMER SURVEY OF VADILAL ICE
CREAM WITH SPECIAL REFERENCE TO
BRAND & BRAND POSITIONING
1) Which brand of ice cream do you prefer the most?
Vadilal Havmor Other

2) Which flavour do you prefer the most of Vadilal ice cream?

Chocolate Vanilla
Strawberry Other
3) How it taste?
Excellent Good Poor

4) When do you usually go for eating an ice cream?

When you want occasionally

5) Which factors do you take in consideration while buying the

ice cream?
Taste Brand Flavour
Price Advertising Packaging

6) How much amount you spend on ice cream every month?

(individually)
Less than 100 More than 100

7) With whom usually you go out for ice cream?

Family Friends Alone

8) The purchasing decision of your ice cream is?

Planned Saddened

9) From where did you come to know about the new flavour of
Vadilal ice cream?
Transit Media (Railways, Buses)
Print Media (Newspaper, Magazines etc.)

10) Do you agree that Vadilal brand need publicity or advertising

to run or to stand in a market?
Yes No

55
 11) Would you like to change your flavour?
Yes No

12) Would you like to switch over to any other brand?

Yes No

13) What are your suggestions to the company that gives

discounts?
To increase sales competition
To increase more potential buyer
No suggestion

14) Is your chosen brand available everywhere?

Yes No

56
 ANALYSIS AND INTERPRETATION OF
CONSUMERSURVEY
1) Which brand of ice cream do you prefer the most?

Brand name No. of respondent In %

Vadilal 20 40%
Havmor 16 32%
Other 14 28%
Total 50 100%

Interpretation

From the above table and graph we can say that vadilal are top with
preference of 40% followed by other 32%.

57
2) Which flavor do you preferred the most of Vadilal Ice cream?

Flavours No.of respondent In %

Chocolate 30 60%
Vanilla 08 16%
Strawberry 07 14%
Others 05 10%
Total 50 100%

Interpretation

From the above table and graph it is clear that chocolate is the most
preferred flavour with 60% followed by vanilla 16% strawberry 14%
and other 10%.

58
3) How it test?

Taste No.of respondent In %

Excellent 40 80%
Good 10 20%
Poor --- ---
Total 50 100%

Interpretation

From above table and graph we can say that 80% of people said that ice
cream taste are excellent and 20% of people said that good. It means
Vadilal provide excellent and delicious taste.

59
4) When do you usually go for eating an Ice cream?

Frequency No. of respondent In %

When you want 45 90%
Occasionally 05 10%
Total 50 100%

Interpretation

From the above table and graph we can say that generally people go for
eating an ice cream when he or she wants. Because of ice cream it self is
enough to ensure a sweet feeling to cool creams and make mouth full of
thunders.

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5) Which factors do you take in consideration while buying an Ice
cream?

Ranking Taste Brand Flavours Price Adv. Packaging

name
No.1 25 16 08 01 --- ---
No.2 15 22 08 05 --- ---
No.3 07 11 14 16 02 ---
No.4 03 01 17 19 06 04
No.5 --- --- 01 03 24 22
No.6 --- --- 02 06 18 24
Highest 25 22 17 19 24 24
no.
Final --- --- --- --- --- ---
rank

Interpretation

From the above table and graph it is clear that half of the respondents
(50%) considers taste as the prime criteria for selection of ice cream
followed by brand name (32%) flavors (16%) price (2%) one important
thing to be noted here is that consumer are ready to pay any price for the
taste. Hence price is at 4th position. Brand name also plays an important role
in selection of ice cream. But most important is taste.

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 6) How much amount you spend on Ice cream every month?
(Individually)

Money No. of respondent In %

Less than 100 35 70%
More than 100 15 30%
Total 50 100%

Interpretation

From the above table and graph it is clear that 70% considered as
consumed less than 100 rupees on ice cream, and 30% of people
consumed more than 100 rupees on ice cream. It means now a days
consumer are more conscious about price and there income spend on it.

62
7) With whom usually you go out for Ice cream?

Reference group No. of respondent In %

Family 35 70%
Friends 15 30%
Alone --- ---
Total 50 100%

Interpretation

From the above graph it can be seen that consumer are influence more
by family (70%) followed by friends (30%) and alone (0%). It means
generally people liked to share their feelings with their very close
person. Influenced by this reason vadilal offers more family packs and
party packs for his consumers.

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8) The purchasing decision of your Ice cream is?

Decision No. of respondent In %

Planned 05 10%
Sudden 45 90%
Total 50 100%

Interpretation

From the above table and graph we can say that 90% of people are take
sudden decision to purchase an ice cream and remaining only 10% of
people made planning before purchasing ice cream.

It means ice cream tastes are rich and delicious. Its a original taste. So
people do not control themselves without eating an ice cream and they
go suddenly to eating a ice cream.

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9) From where did you come to know about the new flavour of
Vadilal Ice cream?

Media No. of respondent In %

Transits 20 40%
Print media 30 60%
Total 50 100%

Interpretation

From the above table and graph we can say that 60% of people are
seeing advertisement in news paper etc. and 40% of people know
through transit media. It means print media is the best way for increasing
brand awareness / brand loyalty. This may help them in increasing their
sales and also its cost effectiveness. So, company should give more
attractive advertisement in newspaper, magazines etc. and in television.

65
10) Do you agree that Vadilal brand need publicity or advertising to
run or to stand in a market?

Role No. of respondent In %

Yes 42 84%
No 08 16%
Total 50 100%

Interpretation

From the above table and graph we can say that 84% of people said that
ice cream brand need publicity or advertising to run or to stand in a
market. Other remains 16% of people said no. it means there is
extremely need for publicity or advertising to company for run or to
stand inn an ice cream market.

66
11) Would you like to change your flavour?

Role No. of respondent In %

Yes 20 40%
No 30 60%
Total 50 100%

Interpretation

From the above table and graph we can say that 40% of people like to
change their flavours. While others remaining 60% of people like to
stick with their flavours. It means company should try to make more and
more rich and delicious different flavours which are available in market.

67
12) Would you like to switch over to any other brand?

Role Vadilal Havmor Other Total In%

Yes 01 03 05 09 18%
No 16 14 11 41 82%
Total 17 17 16 50 100%

Interpretation

From the above table we can say that 18% of people switch over their
brand to any other brand. Other 82% of people stick with their chosen
brand.

From the above table 34% of people prefer vadilal out of them only 2%
of people switch over this brand because of new taste or variety. Other
34% of people prefer vadilal out of them 6% of people switch to this
brand and remaining 32% of people prefer other brands. Out of them 10%
of people switchover that brand because they want new flavours, good
taste and change of taste.

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 13) What are your suggestions to the company that gives
discounts?

Suggestions No. of respondents In %

To increase sales 11 22%
Because of increase competion 15 30%
To increase more potential 15 30%
buyers
No suggestions 09 18%
Total 50 100%

Interpretation

From the above table and graph we can say that 22% of people said that
company should give discount for increase sales and other 30% of people
said that company give discount because of increased. Competition and
increased more potential buyers.

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14) Is your chosen brand available everywhere?

Role Vadilal Havmor Other Total In %

Yes 20 10 10 40 80%
No 04 04 12 20 20%
Total 24 14 22 50 100%

Interpretation

From the above table and graph we can say that 80% of people said that
there chosen brand available everywhere. Other 20% of people said that
No.

Form the above table 40% of people prefer vadilal, out of them 8% of
people said that vadilal not available everywhere.

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 SUGGESTION GIVEN BY CUSTOMERS
Suggestions are as under:

Increase production and make proper delivery because some times

desired flavors are not available.
Resort to aggressive marketing campaign.
Lunch Vadilal softly.
Improve candy and cone range.
Make plastic package for family packs
Increase in flavors and more new flavour should be lunched.
Vadilal should have to give advertisement more frequently.
They should introduce more schemes to attract customers.
They have to given some of beneficial schemes to their customers
frequently.

Demand for special flavour

Chili ice cream

chocolate mint
dry fruit softy

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 LIMITATION OF THE STUDY

Sample size of 50 units may not be sufficient to draw the

accurate conclusion.

The survey is done only in Rajkot city and not in metro city.
Where the perception of customer may be different.

Research work, analysis, interpretation and findings are

influenced by time and money constraints.

Personal limitation like, I am student of T.Y.B.B.A. not having

the expertise knowledge of doing survey and analysis of data.

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 SWOT ANALYSIS

STRENGTH:

Good quality
Good services and commission to the dealer
Good brand image
Customer satisfaction
Verities
Reasonable price

WEAKNESS:

Improper delivery
Improper packaging
Sometimes replacement problems

OPPORTUNITIES:

Expansion in other part of countries

Addition in the flavour and combination of ice-cream
Promoting the product of ice-cream from sub-ordinate food item
to main food item
More franchises

THREATS:

Competition from other ice-cream manufacturing company

Imerging market trends
Government regulation

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 SUGGESITION

The performance of Vadilal is good in the market and also Vadilal

is a Brand name and is very popular but from the servey I found that there
is need to more frequent advertisement particularly through T.V., media,
through advertisement are not consider directly in buying, but it is
essential to promote the sales.

Vadilal has to add also new flavours with change in time.

Something new should be offered to attract the market.

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 BIBLIOGRAPHY

Marketing Management
-Phillip Kotler

Marketing Research
-S.A. Sherlekar

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